Enterprise

Klaviyo goes headless, letting AI agents run email and SMS campaigns from Claude and ChatGPT

At its K:BOS conference in Boston, the B2C CRM opened 260+ MCP tools and 490+ APIs to external agents — a bid to become infrastructure rather than another app small teams have to log into.

By Asher Glick· Enterprise software desk·2026-09-10·3 min read

Photo: Unsplash / Campaign Creators — Marketer working at a laptop reviewing analytics and email campaign performance

Klaviyo announced at its K:BOS conference in Boston on September 9, 2026 that it’s opening its B2C CRM to external AI agents, exposing 260+ MCP tools and 490+ APIs to systems like Claude, ChatGPT, and whatever in-house model a brand happens to be running. The pitch is architectural: Klaviyo would rather be the layer an agent runs on than the app a marketer logs into.

Co-founder and co-CEO Andrew Bialecki made the framing explicit. “An agent is only as useful as three things; whether it understands a brand’s data, whether it can reach that understanding from wherever it’s running, and whether it can act on it for every individual customer. Most platforms give a business one of those. With this launch, Klaviyo gives all three, built into one platform. That’s what separates real infrastructure from a walled garden.”

The demos are unglamorous in a telling way. Custom reporting dashboards built in Cursor or Lovable, pulling live Klaviyo data. MCP-automated weekly performance reviews that post their findings into Slack. ChatGPT drafting campaigns off trending product queries. A new SQL layer inside the Klaviyo Data Platform, in preview through Composer and MCP, lets marketers query profiles, events, segments, lists, and catalogs in plain language; forms, flows, and custom objects are on the roadmap. Composer, which Klaviyo says 138,000+ users already lean on, is also the debut feature of a new Klaviyo mobile app.

The scale numbers matter because they explain the strategic bet: 4 billion signals a day across 9 billion profiles, 205,000+ paying customers, 350+ integrations, brands like Mattel, TaylorMade, Glossier, Liquid Death, and Daily Harvest. Meanwhile Customer Agent, Klaviyo’s autonomous service bot, has now exchanged more than 1.3 million messages and supports 100+ languages with automatic locale detection through Shopify Markets. At apparel brand Naked Wardrobe, it’s resolving 86% of customer queries autonomously and 94% of product recommendation queries.

The context worth naming: Gartner forecasts that 60% of brands will lean on agentic AI for one-to-one interactions by 2028, against a baseline where AI automates roughly 16% of marketing work today. Klaviyo is positioning itself where ActiveCampaign’s Wavelength push toward proactive automation and Contentstack’s argument about the second audience every brand now has are already pointing. The interface stops being the product. The data and the actions do.

Sources